Web based regional newspapers : The role of content : A thesis

The phenomenon and acceptance of electronic publishing has proliferated in the last five years due to the expansion in the use of the World Wide Web in the general community. The initial fears that newspapers would be decimated by the introduction of this technology have been proven groundless, but despite a high web presence by newspapers world wide, profitable models of cyber papers are elusive. In an online environment traditional relationships between newspaper advertising and editorial may not stand. Despite the considerable body of published literature concerning the movement of print newspapers to an online environment, little was found concerning online content. A need to re-evaluate what content and functions are considered to be desirable by print readers, in an online environment was identified as the main objective of this research. Evaluation the of user attitudes to web based newspapers provides a foundation for future research into areas such as developing effective models for profitable online newspapers. To achieve this objective, the research tools used were a content analysis, an online newspaper user survey and newspaper management personal interviews. The study looked at Victorian regional daily newspapers that also had online versions. By focussing on the regional newspapers, meaningful comparisons could be made between content, staff attitudes and readership interests. The content analysis measured the quantum and nature of the content of the print and online versions of the regional dailies during a one week period. This provided a measure of the type and source of the articles included both in print and online. Newspaper editorial staff interviews contributed a personalised view of content priorities, which was then contrasted with a web based questionnaire which measured user requirements in relation to content and interactivity. It was found from the survey that content alone would not provide a sufficient basis to build a profitable online regional newspaper site. The findings were analysed in relation to the literature, newspaper site content and editorial staff interviews. Despite regularly accessing online newspaper sites, it was found that users are unwilling to pay for the experience. Users indicated a desire for a higher level of interactivity, in addition to the content, which is currently provided, by online regional newspapers. Evaluation of user attitudes to web based newspapers provides a foundation for future research into the development of effective for profitable online newspapers.Master of Busines